Factors affecting the decision process of catfish consumers: An empirical study in the two biggest cities in Vietnam

Permanent lenke

Åpne

Dato

2007-05

Type

Master thesisMastergradsoppgave

Forfatter

Huynh, Mai Thi Xuan

Sammendrag

The consumption of catfish in Vietnam has not grown enough to match their increased
production. The objective of this study is to explore the factors that influence the
decision process of catfish consumers in Vietnam. The findings provide information for
the Vietnamese catfish industry to better attract more domestic consumers to eat catfish.
This study seeks to address its objective by examining the relationships that exist
between the experiences, perceptions of product attributes, preference, market
constraints, and consumption levels of consumers for catfish products. Non-catfish
consumers are also investigated. Data collected in the two biggest cities in Vietnam is
analyzed by using multivariate techniques based on a partially-recursive model. Factors
such as age, region, ease of preparation, perceptions of catfish taste, odour, and fat
along with beliefs that catfish are available, safe and inexpensive are found to
significantly influence the decision-making process.

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